Though last year’s BCS champs, the Alabama Crimson Tide, are out of contention this year, that hasn’t stopped the passion of its hometown fans, who show their team pride by constantly uttering “Roll Tide.” Apparently this two-word phrase, which we’ve been told is equivalent to “Aloha” in Alabama, can apply in virtually any situation and supplant actual conversation down south according to this ESPN spot from W+K New York. Guess it’s right on par with “Go Blue” and “J-E-T-S Jets Jets Jets” up here in NYC.

Anyhow, this latest spot is part of the agency’s “It’s Not Crazy, It’s Sports” brand campaign for the self-proclaimed “Worldwide Leader in Sports.” Credits after the jump.

Creative Directors:
Stuart Jennings
Brandon Henderson

Copywriter: Eric Steele
Art Director: Eric Cosper
Producer: Alison Hill

ECD:
Jerome Austria
Kevin Proudfoot

Head of Content Production: Gary Krieg

Production Company: Epoch
Director: Matt Aselton
Executive Producer: Charlie Cocuzza
Line Producer: Marc Marrie
Director of Photography: Peter Donahue

Editorial Company Rock Paper Scissors
Editor: Carlos Arias
Post Executive Producer: Helena Lee

Colorist: Tim Masick
Company: CO3
Online/Conform Artist: Tom McCullough
Company: CO3
Post Supervisor: Samantha Patalano

Music + Sound Design
Composer: Michael Brook

Mix Company: Sound Lounge
Mixer: Philip Loeb